The results of the research into sponsor exposure at the games indicated high levels of coverage. England's victory over Albania at St. James' Park in Newcastle proved particularly fruitful offering over 10,000 seconds of cumulative sponsor exposure on joint host broadcasters BBC and Sky Sports.
The report also highlighed that perimeter boards and other exposure opportunities are affected by a wide range of factors that can ultimately have an impact on the much-used equivalent media value measurement.
For example, it was found that the total media value for the England v Albania game was four times as much as for the other two games combined – due to audience levels, board types, venue, clarity of boards etc.
Other elements that the report looked at were the use of different camera angles by broadcasters in offering varying levels of sponsor exposure and the effect of the weather on the visibility of the sponsoring brand.
